Outreach
What is WhatsApp Business?
WhatsApp Business is Meta's platform for companies to message customers and prospects on WhatsApp, using its Business API for programmatic, at-scale conversations. For sales it offers very high engagement and huge global reach — WhatsApp is the dominant messaging app across much of Europe, Latin America, and Asia — making it a strong channel where email underperforms.
WhatsApp enforces its own rules on top of local law: businesses generally need opt-in to message people, outbound messages that start a conversation often must use pre-approved templates, and there are limits designed to prevent spam. Within a 24-hour window after a user replies, freer-form conversation is allowed.
In a multi-channel sequence, WhatsApp is best used where your audience actually lives on it, with consent captured and messages kept genuinely conversational.
- •Very high engagement and strong reach outside the U.S.
- •Requires opt-in and often pre-approved message templates
- •Free-form replies allowed within 24 hours of a user message